Business Card for Foothold Coaching

Foothold Coaching picked a winning design in their stationery contest. For just $350 they received 265 designs from 49 designers.

Here’s a peek at the client’s brief

Contest title


Business Card for Foothold Coaching


fresh creative needed to reach startups+entrepreneurs

Background information

Description of the organization and its target audience

I am a leadership coach for early-stage entrepreneurs. I currently work one-on-one with my coaching clients, and over time I hope to add online and workshop trainings and a blog with useful content designed for the particular challenges and constraints faced by early-stage entrepreneurs.

My target audience is any entrepreneurial leader who wants to become a more effective leader and manager. About 1/3 of my clients are solo entrepreneurs (an aspiring rock star and music-preneur, a vegan chef and animal rights activist) and the other 2/3 are the founders or leaders of startup companies that will raise venture capital or angel investment to launch and promote their product/service.

They are all people who are youthful (if not actually young---vast majority are under 35), creative, passionate and appreciate brevity & simplicity.


Business & Consulting

Existing website to reference

Visual style

Style/theme ideas for the stationery

1) FootholdCoaching---for the name of the company I want it to be like the logo that is on my website homepage
- Foothold is written in Calibri font. The color blue is R-0, G-89, B-125 or #00597d
- Coaching is written in Lucida Handwriting. The color brown is: R-95, G-55, B-19 or 5f3713
(I apologize I couldn’t upload the file for this logo---the website wouldn’t except a PSD file and I don’t have a JPEG hi-res version and I no longer have access to photoshop to do the file conversion)
I like this blue and this coppery brown and I think I would like the rest of the text and the design elements to use these---but I am open to considering designs that are similar but add another color into the palette or are close but not these exact tones.

2) I would like the tagline “For Entrepreneurial Leaders” to be worked into the design somehow…but I am open to how/where you choose to do that….

3) I am open to either a one-sided or two-sided card especially if the second side brings in more color, the mountain design element, or the tagline in some way

4) I am open to colored background cards….that said, I prefer simple, clean lines (again see my website…a lot of white background) so my guess is that white or a natural ivory card might be best, but again I am open.

5) I am open to the business cards with curved/rounded edges instead of normal right-angle corners….I do think I want a standard size, however, so I don’t want a square or a smaller than usual one.

6) I would like there to be some sort of “design element” to the card. It could be very simple/subtle but I think I want it to suggest some sort of mountain climb (to go with the “foothold” element of my name) One idea I had I am uploading a sketch of…The sketch isn’t perfect though because it doesn’t have the tagline and has my old title which I no longer want on the card…but you can see the curved line suggests a mountain but not in an explicit way

7) My brand values are: Helpful, Secure, Focused, Enthusiastic, Adventurous. If you’d like more info or inspiration on that---see brand attributes uploaded document---but not sure if that would be helpful or not.

Content details

Organization name

Foothold Coaching

Details to include on the stationery

FootholdCoaching (name of company)
For Entrepreneurial Leaders (tagline)

Anamaria Nino-Murcia (my name)
650-387-5043 (phone) (email) (website)
@footholdcoach (twitter)

What to avoid

There are a lot of executive coaches out there who are old and boring. I am young (30) and I want to bring a youthful, fresh energy to coaching. I don’t want the card to say “I am a boring/safe/conservative business consultant” in any way. I don’t want it to be red/black or serious or “professional” in that kind of way.

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